Everyone has his or her perceptions about Customer Satisfaction (CS). Because of this, we need to be clear about exactly what it is. To do so, let's start with what CS is not:CS is not a survey score, system or method of measuring or analyzing customer attitudes of perceptions. These are statistics and illustrations of satisfaction-- yet not the real thing!CS is not a dealership manager who is dedicated to the handling of complaints or responding to grievances. That's managing customer dissatisfaction, not creating satisfaction!It's not sending balloons or cookies to the customer to thank them for their patronage -- these are just tokens of our appreciation. Finally, it's not a gimmick or an elaborate scheme to beat the system, ending in embarrassment for the dealership and the manufacturer.

SO WHAT, THEN, IS CUSTOMER SATISFACTION?  Customer Satisfaction: A DefinitionCustomer satisfaction means providing a full-circle ownership experience that is reflective of a sincere, complete commitment to total excellence while exceeding the customer’s expectations and fulfilling their needs. It is recognizing and valuing the lifelong relationship each person at the dealership has with every customer. It is creating and enhancing the bond of respect and consideration that is held within each customer relationship. It is ensuring that the dealership, the process and the product cater to the customer’s wants and desires. It is efficiency, effectiveness and professionalism. It is doing things precisely correct the first time.